Post on 03-Jul-2020
PROVING ROI IN PAID SOCIAL
Amy Rumplervice presidentpaid social
WHAT WE’RE TALKING ABOUT
+ State of Social Media
+ Paid Social Benefits for Advertisers
+ Metrics that Matter
+ Beyond Media Metrics
IS THE SOCIAL GLASS HALF EMPTY
ORHALF FULL?
Average Daily Time (hrs:min) Spent on Social Media
Among Internet Users Worldwide, by Region
Source: eMarketer
0:00
0:28
0:57
1:26
1:55
2:24
2:52
3:21
3:50
LATAM Middle East APAC + Africa Europe North America
2012 2019
USER TIME SPENT ON SOCIAL MEDIA
TODAY’S U.S. SOCIAL USERS
PERCENT OF THE POPULATIONUSERS BY AGE
Source: eMarketer
21.6
23.8
29.6
36.2
42.5
27.3
17.8
5.6
65+
55–64
45–54
35–44
25–34
18–24
12–17
0–11
MIL
LIO
NS
39.8%
55.8%
72.2%
86.5%
92.1%
89.6%
71.2%
11.4%
65+
55–64
45–54
35–44
25–34
18–24
12–17
0–11
RISE OF THE SOCIAL CONSUMER
SHARE
INCENTIVES &
OFFERS
PROMOTE
THEIR OWN
BUSINESSES
POSTS THAT
ENTERTAIN,
EDUCATE &
INSPIRE
BREAKING
NEWS
PRODUCT
REVIEWS &
PROMOTIONS
PERSONALIZED
CUSTOMER
EXPERIENCES
TOMORROW’S CONSUMER BEHAVIOR LOOKS DIFFERENT THAN TODAY’S
LAWMAKERS FEAR TIME
SPENT IS TOO HIGH
“Social media is investing in the addiction of users.”
- Rep. Josh Hawley
61% OF USERS THINK
THE THREAT TO
ONLINE PRIVACY IS
A “CRISIS”
- Fortune, July 2019
THE DRIVE TO REGULATE SOCIAL MEDIA
FOCUS ON FAKE NEWS AND
DEEP FAKES
New proposed bills hope to deter action with stronger punishments;
Social publishers hope to eliminate spread through AI
THERE IS POTENTIAL
FOR MORE NATIONAL
SOCIAL MEDIA
REGULATION…
…But lawmakersdisagree on the
details
$5B FACEBOOK FTC
SETTLEMENT
Requires future compliance with guidelines, impacting
advertiser targeting capabilities and data usage
“CHANGE IS THE ONLY CONSTANT”
EXPECTED
GROWTH IN
SOCIAL MEDIA
ADVERTISING
Source: Statista, eMarketer
Social Advertising continues
to grow at double digits YOY
51,481
73,834
98,247
124,623
145,671
166,863
187,633
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
2017 2018 2019 2020 2021 2022 2023
Social Media Advertising Desktop Social Media Advertising Mobile
83.3% Social Ad Revenue
THE POWER OF THESE PLATFORMS
Broad Reach+ Active Engagement= Brand Influence
Massive granularity of targeting at an efficient cost
Increase conversions, or your chance for conversions on other media platforms
Extend social influence to other websites, apps and platforms
BALANCING SHORT TERM KPI’S…
• Reach / CPM
• Frequency
• Ad Recall Rate / Cost per Ad Recall
• Engagement Rate / Cost per Engagement
• Video Completion Rate
• Click Through or Swipe Up Rate / CPC
• Page Views / Cost per Page View
• Online Intent Actions (Searches, Button Clicks)
• Offers Saved
• Adds to Cart, Initiate Form
• Leads Generated
• Store Visits
• Conversion Rate / Cost Per Conversion
• Return on Ad Spent Online or Offline
…WITH LONG TERM GROWTH
• Incremental Reach to TV Advertising or Other Channels
• % Lift in Brand Awareness
• % Brand Lift Related to Favorable Brand Opinions
• % Brand Lift Related to Likely Purchasers
• % Lift in Engagement
• Improvement in Video Completion Rate
• Improvement in Cost per Result Over Time
• Lift in Incremental Conversions (Offline or Online)
Over Time
• Lift in Qualified Leads vs. Lead Volume
• Lift in Return on Ad Spend Over Time
• Lift in Return Customers or Customer Satisfaction
• Lift in Average Order or Customer Value
BUILD BETTER MEASUREMENT SYSTEMS TO EMPOWER MARKETING DECISIONS
Learn what works and act upon these insights to
improve your future campaigns
QUESTION LEARN
Set up andrun a split test
TEST
EMBRACE A TEST AND LEARN MINDSETTO UNDERSTAND YOUR WINNING MIX OF STRATEGY AND TACTICS
Placements?Targeting?Creative?
Buying Settings?
PRACTICAL EXAMPLE
• Bought via Auction• 5 Day Flight• Conversions Objective with a CPLPV KPI• 1 Previously High Performing Ad• Retargeting Audience
WILL ADDING ADDITIONAL PLACEMENTS DRIVE MORE EFFICIENCY?
17%IMPROVED
EFFICIENCY
IN COST PER
LANDING PAGE
VIEWS
LEVERAGE NEW TOOLS
TEST AND LEARN LIFT TOOL
• How much impact is my campaign having on brand perception?
• How much impact is my campaign having on sales/conversions?
FACEBOOK ATTRIBUTION
• How effective is my current digital mix in driving results?
• What channels are contributing to the path to conversion?
• What incremental value is Facebook driving?
PRACTICAL EXAMPLE
[BRAND]
HOW WOULD YOU DESCRIBE YOUR OPINION OF OUR BRAND?
• Bought via Auction• 4 Week Test Period• $34,000 Budget• Reach Objective with a CPM KPI• 2 Ads Promoting Product Benefits
• Interest-based Audience, Fan Lookalike Audience, Previous Page Engager + Lookalike Audience
6 PT.
INCREASE IN
BRAND
FAVORABILITY
(BENCHMARK –
1.1 PT.)
PRACTICAL EXAMPLEAM I INVESTING MY DIGITAL MEDIA DOLLARS IN THE RIGHT CHANNELS?
• Well-known brand running Search, Social, Programmatic
• 2 Month Flight• $500,000 Budget• $3.85 ROAS
• Ticket Sales Objective with a CPA KPI• Hypothesis that Social and
Programmatic weren’t necessary to media plan, or investment level was too high
DROVE 46% OF
REVENUE, BUT
BASIS DSP DROVE
THE HIGHEST
ROAS
PUT YOUR MOST POWERFUL TOOL
TO WORK…YOUR DATA
CONNECT BUSINESS OUTCOMES TO MEDIA RESULTS
Are the leads I’m generating quality leads? Are they converting to customers?
Can I show that my online campaigns drove a lift in offline sales?
What other intent signals or data can I pull in (qualified calls, customer service metrics, offline guest count, credit card data, third-party studies)?
Can I compare the average customer value or average order value lift over time?
QUESTIONS?THANK YOU!